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IN LONDON
Learning Outcomes:
Aims and objectives
To explore critically the characteristics and evolution of the PR,
advertising and journalism and how they relate to each other.
To examine and investigate the political, economic, social and cultural
contexts in which PR, advertising and journalism are practiced. To
evaluate the role the advertising, PR and journalism play within the media
industries and their relationships with each other.
To analyse current international developments and debates about the
practice of advertising, PR and journalism.
To develop academic skills in research, critical analysis, and written and
oral presentation skills.
Programme Outcomes
At the end of this course successful students will be able to: A, B, E, G:
A. Demonstrate a deep and systematic understanding of key issues,
themes and debates in Advertising, PR and Journalism, while reflecting on
their relationship to empirical evidence and to other relevant disciplines.
B. Show critical and innovative responses to theories, methodologies and
practices in Advertising, PR and Journalism and their impact on how the
knowledge base is interpreted. E. Engage with and evaluate complex,
incomplete or contradictory evidence while critically reflecting on the
different theoretical and methodological tools used
G. Show the ability to gather, organise and deploy complex and abstract
ideas and diverse information in complex and specialised contexts, while
reflecting upon and improving the skills required for effective written and
oral communication
Programme outcomes are listed in the programme specifications found at
http://www.richmond.ac.uk/admitted-students/programme-and-coursespecifications/
Teaching Methods:
The course will consist of lectures and seminars, together with other
interactive elements, which will follow the structure set out within the
course syllabus. After some introductory sessions, the lectures will normally
precede seminars by a week or more to enable students to prepare
themselves properly for the seminars. Seminars rely upon active student
participation, mediated by the instructor. All students are required to
participate. There will also be guest lectures and other forms of external
involvement. Tutorial opportunities will also be available for the final paper
and other academic support.
Assessment Criteria:
Assessment Criteria:
Assessed Coursework
1. Seminar presentation and paper (1500 words plus oral
presentation)
50%
sign up
2. Final paper (3000 words)
due week 13
50%
Marking Scheme:
A 4.0 EXCELLENT work In relation to all five criteria.
Clear evidence of sophisticated creativity, critical engagement, clarity;
impressive and alert analysis and synthesis; adherence to brief; a vigorous
and exciting read
A - 3.7 VERY GOOD deployment of skills in all five areas of assessment.
Sustained evidence of creativity, critical engagement, clarity, analysis and
synthesis; adherence to brief; no errors, inaccuracies or typos.
B+ 3.3 GOOD Deployment of skills in all five areas of assessment
Addresses the question; clear understanding of text and some sense of
issues presented; moving towards critical evaluation; reasonable
adherence to brief; predominantly clear writing and coherent argument
B 3.0 SATISFACTORY: acceptable satisfaction of criteria but little or no
creativity, synthesis and analysis, or critical engagement; some
understanding of text and of issues presented; some clarity of writing and
presentation of argument; some attempt at analysis bit mainly
Trade magazines
Campaign
Press Gazette
PR Week
See course schedule for weekly list of readings which will be augmented
during lectures. Keeping up to date with the media is essential at least
as important as other reading. You can sign up to a useful and free daily
email about media matters from the Guardian.
Further Reading
Hegarty, J, Hegarty on Advertising (Thames & Hudson, 2011)
Jackall, R, Hirota, J, Image Makers: Advertising, Public Relations, and the
Ethos of Advertising (University of Chicago Press, 2000)
Kitchen, P. Public Relations: Public Relations Principles and Practice
(Thomson Learning, 1997)
Moloney, K. Rethinking PR: Public Relations, Propaganda and Democracy
(Routledge 2005)
Williamson, J, Decoding Advertisements: Ideology and Meaning in
Advertising (Marion Boyars, 2010)
For help and advice, approach the instructor. All the required reading
listed below and under seminar headings is available in the library along
with an extensive range of electronic resources please inform the
relevant staff immediately if texts are missing. Students can also make
extensive use of Londons rich library resources.
Indicative Full Course Schedule (well try to keep changes to a
minimum)
(Seminars will normally relate to topics covered in previous weeks
sessions to give students time to prepare. For full book details see the
required reading above more details of specific readings will be given in
the lectures and lecture notes will normally be posted on Blackboard.)
Week 1, 8 September:
Introduction to course.
PR Today, Chapter 2
Toxic Sludge is Good for You, Introduction and Chapter 1.
Spinwatch.org
Seminar 5: The impact of the law on communications professionals
Week 11, 17 November:
Lecture: Advertising: current
Professor James Best
trends
and
issues.
Guest
speaker:
Reading:
www.adamandeveddb.com
Advertising Handbook, Chapter 16
www.adassoc.org.uk Advertising Association
www.warc.com World Advertising Research Centre
Seminar 6: PR, Advertising and the Media: current trends and issues
Week 12, 24 November:
Tutorials to discuss written essay plans for final papers times to be
arranged.
Week 13, 1 December:
Lecture and videos: PR, advertising and the media in popular culture
Submit final paper/essay by 5 December
Week 14, 9 December: Tutorial week no classes although I am available.
REASONABLE CHANGES MAY BE MADE TO THE CONTENT OF THE
SYLLABUS. STUDENTS WILL BE INFORMED IN WRITING OF ANY
SUCH CHANGES.
All grades being used for OU-validated degrees are subject to
confirmation at the University Examination Board.
Students must read and comply with all the requirements of the
regulations and policies listed at the weblinks below. Students are
expected to make themselves aware of the requirements of the
Attendance Policy, the Lateness to Classes, Examinations Policy, the Late
Submission of Coursework Policy and Exceeding Word Limit and Question
Choice policy at the beginning of the semester.
Academic Dishonesty:
Academic dishonesty is any action by which a student in any academic
exercise seeks to: claim credit for the intellectual or artistic work of
another person; or uses unauthorized materials or fabricated information;
or engages in an unauthorized editing process.
You can find a list of the actions that might lead to you committing
academic dishonesty on the web pages. If you are not sure about what
would constitute dishonesty after reading the full policy details you should
ask for more information from the course instructor, your academic
advisor, another member of academic staff, the Writing Centre, or Student
Affairs.
Full details of Richmonds Academic Dishonesty policy are found at:
https://my.richmond.ac.uk/myacademics/default.aspx
Students who are academically dishonest will receive a penalty for the
work in question or the course as a whole (which may in turn impact upon
their degree classification), depending on the importance of the work to
the overall course grade and the judgment of the instructor and the
relevant exam board.
The Richmond Attendance Policy
Full details of Richmonds attendance and lateness policies are found at:
https://my.richmond.ac.uk/myacademics/default.aspx
The policy of the University is that absence from more than six classes
[adjusted for course length and size as per the table below] is not
permitted and the student will receive a fail after the 6th missed class from
the point of enrolment. The six permitted absences are built-in to allow for
times when making it to class it not possible. It is up to students to
manage their time responsibly and to allow for unforeseeable
circumstances (such as hospital appointments that cannot be
rescheduled, the common cold).
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Permitted absences
Summer courses
Any absence from a class session does not exempt a student from the
completion of all required work for a course. The student is responsible for
taking the initiative to make up any missed academic work, and for
covering the material delivered in any missed class session.
A student whose exceeds 6 absences from class will receive an FA (failure
attendance) which cannot be revised on the basis of learning outcomes,
but which may be appealed based on mitigating circumstances. A student
who exceeds 6 absences may withdraw from the course before the last
day to withdrawal in order to receive a W on the transcript. Students
who have received an attendance grade of FA for a course may continue
to attend the class, submit assignments and sit the final exam.
Absence Recording:
Attendance is taken by instructors in on-line registers within the
University's student records system during each course session and
entered into the Self-Service record within 24 hours of each class.
Registers are updated as students add and drop courses, and attendance
in all courses is taken from the first day the student registers for that
course, including Add/Drop week.
Attendance is recorded at the beginning of the class session (see the
University policy on Lateness to Classes). Any student not present in the
class when attendance is taken is officially late for the session and must
be marked as absent.
A student who enters within the first 20 minutes of a teaching session, but
after attendance has been taken and an absence has been registered, is
responsible for alerting the lecturer to their presence and negotiating a
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Library staff can help students with questions about research and/or
accessing information. Book an appointment with a librarian
(librarian@richmond.ac.uk).
Students with Disabilities:
The University makes a variety of special provisions in exams and
assessment for students with a diagnosed learning disability. Students
must follow the requirements outlined at http://www.richmond.ac.uk/studentlife/support-for-students-with-disabilities/ for these arrangements to be made,
and it is important that this is done in good time. The student and their
instructors are informed of the provisions after they are approved, and
reminders are sent to students and invigilators shortly before the
examinations.
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